Changing the name of Newcastle's St James' Park ground is an "insult" and akin to changing the club's colours to red and white, according to famous fan Steve Harmison.
United announced the 119-year-old venue is to now be called the Sports Direct Arena - named after owner Mike Ashley's retail company - until a permanent sponsor can be found.
The club claim the move is necessary as it will allow them to generate extra income, but former England cricketer Harmison believes it carries the same sentiment as adopting the colours of arch-rivals Sunderland.
Writing in the Daily Telegraph, he said: "I can only liken it to changing the team's colours from black and white to red and white and making us look like Sunderland.
"That's how big a deal it is. You do wonder whether they would do that if the money was right.
"St James' Park means everything to me, it is a magical place. It is a special place for every single Newcastle United fan. Players come and go, managers come and go but Newc...